Genesis Working on 'Tesla-Fighting' Electric Sedan, SUV for 2021
Hyundai’s luxury Genesis brand is set to launch a new global electric vehicle architecture in 2021. Both a sedan and SUV are said to be in the works, positioning the Korean models to go head-to-head with Tesla Motors. These would be the first electric vehicles created under the Genesis moniker and are just a part of their growing commitment to developing alternative-propulsion vehicles.
Genesis Brand Head Manfred Fitzgerald, while launching the Genesis brand in Australia, told Drive.au, “We are absolutely committed to alternative propulsion. I think you will see that Genesis will have every alternative covered in a relatively short space of time.” Indicating that a selection of hybrid, plug-in hybrid, pure electric, and hydrogen fuel cell vehicles are coming, he said, “In 2021 we have our first fully dedicated new EV platform… We are moving very fast on this.”
While no confirmation is provided regarding when the fuel cell vehicle would be launched, a pure EV is a short two years away. Hyundai has been on a roll in the United States and abroad, so there is little doubt that they will be a contender in the EV space, especially when competing with the ever-improving Genesis brand image.
[Images: Hyundai]
Following 10 years in Toyota's Production Engineering division, Anthony spent 3 years as a Vehicle Dynamics Engineer for FCA. From modest beginnings in autocross, he won a NASA SpecE30 National Championship and was the 2017 Pirelli World Challenge TC Rookie of the Year. Aside from being a professional racecar driver, he is a private driving coach and future karaoke champion.
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Model X MSRP is $140K. Genesis has quite a bit of room to lever one of their designs into this market segment.
Not so fast, they have to wait. Right now Tesla is busy fending off nasty and formidable German Tesla-killers. German killing machine is legendary and Koreans are nowhere close. After Tesla done with Aryans then it will be Hyundai's turn to get itself killed.
One can say whatever you want about Tesla, but they, more than any other car manufacturer has tapped into the "I want to drive the future" market than anyone. I remember staring in wonder at concept cars at the New York Auto show in 1968 alongside Craig Breedlove's Spirit of America with its 600.61 mph record. Decade after decade, the revolution never happened. Tesla is the only game in town for those of us who want to live in the future. Yes, it's irrational. But it is real, nonetheless. Simply electrifying existing models won't reach this market. Alongside the various Tesla models, everything converted from existing models and platforms seems old.
Tesla is a cult like Apple computer. People are not just buying a car, but a way of life. Like Steve Jobs once did Musk captivates his audience, and they follow him like a Zen leader. This probably explains why electric cars sold by GM and Ford fail miserably while Tesla thrives. This Genesis will sell no more than a few thousand a year and then disappear like the CT6-EV did in record time last year. I just hope GM does not cause itself severe financial damage by having its dealer lots flooded with unsold electric vehicles. I think we all know this scenario is inevitable. The truth is that only companies that can sell electric cars effectively are Tesla and some European car makers.